Smashburger, a popular American fast-casual restaurant chain, has revealed a new logo and updated visual identity to modernize the brand and strengthen its presence in the competitive burger market. This rebrand honors the company’s roots while appealing to today’s audiences.
The redesigned logo features a clean, minimalist look focused on simplicity and clarity. The wordmark now uses a sleek geometric font, improving legibility and adaptability across digital and physical platforms. One standout detail is the stylized “S,” shaped to resemble a smashing or cooking tool, a nod to the restaurant’s unique burger preparation method. This design element is often framed in a scalloped shape that hints at a burger outline, which creates a visual connection to its signature product.
The color palette has been updated, keeping the signature orange but transitioning to a deeper, richer tone. This change adds a sense of sophistication and maturity to the design. Supporting elements incorporate touches of red, which add vibrancy and evoke energy and appetite. These colors convey warmth and boldness, focusing on bold flavors and high-quality ingredients.
Like the illustrated grilling icon, Literal elements have been replaced with a more abstract approach. A flattened burger shape now underscores the logo, providing a subtle yet clear nod to the company’s core product. This streamlined design aligns with modern branding trends while preserving its heritage.
The typeface reflects a balance of modern style and approachability, with clean lines and well-proportioned lettering. These design changes create a cohesive look that works seamlessly across various applications, from packaging to digital platforms. The minimalist style reinforces the commitment to delivering quality and innovation while staying welcoming and accessible.
Beyond the logo, the updated identity enhances the in-store experience. Changes to signage and new design details, like stylish milkshake mixers, add to the restaurant’s appeal, creating a more engaging and memorable dining atmosphere.
This rebranding comes as the brand marks its 17th year. The refreshed logo and visual identity celebrate its distinctive burger-making tradition, embracing a modern, forward-looking approach. The new design positions the restaurant as an energetic, high-quality dining destination ready to attract a new generation of burger lovers.
